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1.How is the value of a modern brand formed

The quality of the products, the marketing strategy, the
building of the brand, clearly play a very important role in the
success that a company will have with the consumer. But one
of the biggest factors, which determines the consumer's
willingness to "invest" their money in buying products or
services exclusively from that brand, has always been its
reputation and uniqueness.

A good brand reputation automatically improves the very
image of the products and services it offers and, if it remains
constant over time it creates positive associations with the
public, standing out among their options. Conversely, a bad
reputation can discredit the product and damage the very
performance of its activities. Reputation differs from other
determinants of a company's performance because it is
something that belongs to the public, shaped by the company
on behalf of customers. It is no coincidence that consumers
have identi ed their favorite products with speci c brands in
their consciousness, which they consciously and steadfastly
choose. Therefore, extra care is required so that all the
elements are taken into account and the appropriate choices
are made consciously and carefully by the brand, which will
give the consumer all the reasons to create a good reputation
for it.

Research has shown that brands with great clarity, meaning
the degree to which a brand is understood and perceived by
consumers, contribute to 70% more sales.

· 1 in 3 consumers said their loyalty to a brand depends on
how it solves problems (Dimensional Research)

· Increasing a brand's reputation by 10% can reduce
customers' price sensitivity by up to 40%. (Cantar)

· 75% of consumers ask brands to take conscious, practical
steps towards the environment. (Euromonitor International
2022)

· Brands are 4x more likely than small and independent
companies to grow in the next 24 months. (Cantar)

· 87% of consumers are more loyal to a brand that is
committed against social inequalities. (Deloitte) The value of a brand is the most important feature, it
takes a long time to create and can easily be discredit-
· About 84% of business value is intangible value, of that, the ed if there is no consistency in the image and actions of
value of the brand is the most important element. (Cantar) each company. Brands such as Apple, Mercedes, Ikea
have "built" this value with great effort, over a very long
period of time and monitor this value very carefully.
Especially in times of crisis it is all too easy to lose
control if the brand does not rigorously protect its
value.

Accordingly, when there is any crisis, the value of the
brand can be a defense mechanism to overcome the
crisis with as few losses as possible. In summary, the
value of each brand is an intangible asset, which is
also completely measurable and decisively affects the
nancial results.